Papa Johns Surveillance-Based Advertising

Papa Johns is using surveillance-based advertising to target customers when they are likely to be low on food. The pizza chain has partnered with NBCUniversal, Instacart, and Carat to reach consumers who are probable to be in need of a meal. The goal is to target hungry consumers without being overly intrusive. To do this, NBCU and Instacart have created a custom audience of shoppers who regularly buy grocery staples on Instacart. This audience is used to deliver targeted ads to consumers when they are most likely to be receptive to them. The approach aims to balance effectiveness with consumer comfort.